Virtual reality and sports: The Sund story

Virtual reality (VR) is growing in popularity and is looking to transform the sports industry. 360° videos can enhance involvement of the group of fans normally sitting in front of their TV without the ambience of the stadium. Now they have the chance to experience the game as if they were there.

Furthermore, with sold-out games, VR offers the possibility to sell “the best seats” several times. It could also persuade a new audience to go and watch the game.

ESSMA's Corporate Partner Sund adapted to this new evolution and is taking the fan experience to a higher level. In Belgium, Sund was the first enterprise to live stream a sporting event in 360°. In corporation with the Pro Basketball League, they broadcasted the BPost Cup final between BC Oostende & United Limburg.

“As Pro Basketball League, we are always looking for innovative projects in which we can position ourselves as creative in the sports landscape. 360-degree video is a reality and will become more important in the future.”

Arthur Goethals, chairman Pro Basketball League

Alain Belaen, founder of Sund, believes in VR's potential and the effect it will have on sports consumption. They already offered live sports data in stadiums; with statistics, realtime odds and gamification to create interactive fan engagement. Now, they want to integrate all of that in a live VR experience.

“A combination of VR and AR (Augmented Reality) is certainly one of the possibilities and is part of Sund’s near future plan. Currently, smaller sports are our main focus. Belgian football is one of the possibilities because we are talking about a relatively small audience. In Europe, basketball is an interesting possibility since they are open to innovation. On an international level, we explore the option of VR in new “urban” Olympic disciplines such as BMX.”

Alain Belaen, founder of Sund

Another interesting case is Sund’s collaboration with SV Zulte Waregem (Belgian First Division Football Club). In January during the game against KV Kortrijk, fans in the stadium had the opportunity to live stream the game in 360°. By connecting six individual cameras, a 360° view of the stadium was created. As a result, fans could decide where to “sit” and watch the game. Due to its success, SV Zulte Waregem used Sund’s services during the home games in Play-off 1 to enhance fan experience.

About Sund

SUND is a creative and innovative design agency specialized in the integration of digital products and services, with a focus on sports experience. The mission of SUND is to provide the sport and all its stakeholders with an ultimate fan experience at sporting events.